ALICE: Hi, everyone, and welcome to "Academy On Air."
My name is Alice.
And today we're going to discuss the measurement of your YouTube
campaigns.
This episode today is the last episode
of four episodes that discuss YouTube for Action.
If you haven't watched the previous three episodes,
you can find them on YouTube.
We discuss what is YouTube for Action,
best practices for campaign setting, and creative.
So look for those episodes if you've missed them.
We have a busy agenda today.
We're going to start with how to track correctly
for your YouTube for Action activity,
then we're going to deep dive in order
to understand how YouTube conversions are actually
measured.
And once we know that, we can discuss
what should be measured to be able to measure the full value
of your YouTube campaigns.
So first let's talk about tracking.
In the last few episodes, we discussed
what YouTube for Action is and how
it can benefit your business.
It's based on reaching audiences who
are searching on Google for what you offer
and allowing them to take action through our new ad format,
and doing all of this on YouTube where people are truly
paying attention.
But YouTube for Action doesn't end there.
When we launched all these new features,
we also launch some significant measurement improvement.
If track correctly, YouTube can now measure much further.
We improve cross-device measurement.
And this is absolutely crucial.
We expect that by 2020 people will
have an average of seven connected devices per person.
So we improved across YouTube website and YouTube app
measurement, and also improve the conversion attribution
entry for action campaigns.
We now have a much more holistic measurement
than what we had in the past.
In order to benefit from this new measurement,
it's important to use the Google Ads Tracking and not
Analytics or any other way.
The reason is that other solution usually
won't count your YouTube views, but only the clicks.
And in YouTube's case, we see views leading to conversions
even more often than clicks do.
So you need to use Google ad conversion tracking.
But another important thing is that in the last year
we updated the Google conversion tracking.
We did this because of some tracking changes
that Safari and Firefox made in their browsers.
If you haven't yet updated your conversion tracking
to those site white tag since this change,
you might need to update it.
The best way to measure online conversions
is to use first-party cookies.
The tags for such tools should be placed sitewide,
meaning on every single page of your site.
There are two solutions for implementing
A sidewide conversion tracking--
Google Global Site or Google Tag Manager.
While the implementation for each of these solutions
is slightly different, they both enable simple and consistent
measurement.
An update should take less than a day of your webmaster's time
to complete.
Its recommended to use Google Ads conversion tracking and not
Google Analytics since Analytics imported goal
will only show you a partial conversion measurement.
Google Analytics counts conversion that originated
in a click on the YouTube ads.
It doesn't count conversion that originate in an ad view.
Moreover, it doesn't measure any view through conversions.
So if you have both a gtag conversion tracking
and Analytics imported goals in your account,
make sure to only include the gtag conversions
in the conversion column to avoid any double counting
of measurements.
Once your conversion tracking is set up properly,
it's time to consider which conversions to track
and optimize the words.
YouTube for Action is a performance-oriented campaign,
which means that its primary metric should be the most
important conversion actions.
This action should be set up as conversion
in your conversions columns so that the Smart Bidding
algorithm will optimize towards them.
Could be a sign-up or a lead, if that's usually
your main metric in your search activity, or an actual sale.
So to define which conversion will appear in the conversions
column, go to Tool first, and then to Conversions.
Select your primary conversion or conversions,
edit their settings, select Include in Conversions,
and check the box to include this conversion
in the conversions column.
Make sure your other conversion actions are not included
in the conversions column.
They will be shown in all conversions column,
since it can provide a more holistic view
of your customers' conversion journey.
So now that we're tracking correctly
and including your main conversions
in the conversions column, let's dive
to understand how conversions are actually
measured on YouTube.
So in YouTube, conversions are counted in a conversions column
in two cases.
So the first one, when a user clicks
on one of your dynamic element that
lead to your website and then converts within 30 days
after this click.
The second one is when a user views
10 seconds of your video ad.
So this is what I call an engaged view.
And then later converts up to three days after this view.
Another important metric is the view-through conversion
that you can find in a view-through conversion column.
A view-through conversion is counted
as a user sees an ad for less than 10 seconds,
and then converts within one day of the impression.
This metric is important because even short
add exposure can sometimes lead to conversion.
So we know now how conversions are measured.
So let's discuss what to measure and how to report
on your actual campaign.
So YouTube for Action is it performance-oriented solution.
Your top metric is your conversions.
And specifically, the conversions in the conversions
column that you choose to optimize towards.
This is the basis of your measurement.
And the one thing you will report
on when summarizing your campaigns
at the end of the period.
But in addition to these conversions,
there are other conversions you might
want to take into account when summarizing your campaign
performances.
So first, we already discuss view-through conversions.
Consider including those view-through conversion,
especially if you're comparing versus another platform who
do this by default.
If you have such CPA discussions,
comparing between platform, it's important
that you're aware of how each platform measures.
View-through conversions really uncover the hidden impact
of users who are exposed to your ad
and did not click or view the ad but still
visited your website after the ad exposure and converted.
In case you're using view-through conversions
for such comparison, we suggest that you actually
create a custom columns, add the conversion together
with the view through conversions
as one and only columns.
And also, create a custom column for your new CPA, the CPA that
is now taking into consideration the view-through conversions.
So another type of conversion that are worth measuring
are microconversions.
Make sure to measure every valuable action to you
as an advertiser to get a more comprehensive picture
of YouTube full funnel impact.
This can be conversions that occur slightly further up
the funnel, have a shorter time to conversions,
and are expected to come in larger numbers.
For example, it could be either basket views, on-site searches,
website visits, and so on and so forth.
So here imagine Jane's example.
So yesterday she was looking for a shirt.
Today she was watching videos on YouTube.
She saw an ad with a shirt that is very similar to what
she was looking for.
She clicked the ad, added the shirt to her cart,
and went back to YouTube to keep watching
what she was watching before, and the reason why
she was actually on YouTube.
So in that case, it would be very
helpful to measure an add-to-cart action
and have it in your conversions column.
These microconversions will help you understand the full impact
of your activity.
They will help you understand at what stage of the funnel
you have bigger drops, and then will help you understand faster
your campaign impact.
In case, there is this time lag of your conversions as well.
So last, we've seen many cases where YouTube is
assisting your search activity.
And think about it.
A user is viewing your ad.
And because of it, they're searching for your brand name
and then converting.
In this case, we will see a conversion appearing
in your search campaign.
But it is very clear that YouTube was actually
assisting this conversion.
So to measure these instances, you
can do something very simple.
Take your re-marketing viewer list, a list
of everyone who viewed your ad implemented in your search
campaign.
They should sit in the back of this campaign
only for the sake of this measurement.
You should keep this list on observation mode only
and do not modify it.
I want to explain why it's important to track
these conversions.
We know today that advertising in YouTube paralleling
to advertising on Google Search is helpful for your search
activity.
Advertiser who ran YouTube campaigns
in addition to Search, so 8% higher search conversion
volume, 3% higher search conversion rate,
and 4% lower search CPA.
Comparing to people who only rent search campaigns,
so that's pretty great news.
So we already know your video campaign impacts your search
campaigns.
And we understand that people sometimes
view your video ad and then later
search for your brand and product on Search.
You can track this conversion by adding the viewers
list to your search campaigns and track
the number of conversions coming from there.
After you do that, you will be able to look at your audience
reports and see how many conversions in Search
came from your list of viewers.
This conversion can be considered
as assistant conversions.
YouTube really assisted the conversion
that is reported on your search campaign.
So just to summarize, here are three actions item that I
want to leave you with today.
First, track with the white [INAUDIBLE] tag.
Second, define your main conversion
in the conversions column.
And 3, consider measuring beyond just an actual conversion
in order to really take into consideration
the full value of YouTube.
So thank you very much for your attention.
I hope you feel now really equipped to use
YouTube for Action.
And feel free to go back to our previous three episodes
to learn more about YouTube for Action in general.
Thank you very much.